Relative to desktop search, volumes are growing faster than budgets, resulting in less expensive clicks on mobile campaigns.

Marin vice president of marketing and partnerships Matt Lawson said: “The budgets for mobile search advertising still lag user adoption of devices. Given this gap, we expect mobile search to see continued investment as advertising dollars chase consumer behaviour in 2012.”

Across all devices, paid search click volumes increased 43%, click-through rates increased 24% and cost per click decreased 5% during Q4 2011 on a year over year basis.

Marin also added that the combination of improving CTRs and declining CPCs point to significant efficiency gains for advertisers over the past year.

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you
ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.